Cancer Patients Aid Association (CPAA) Outdoor CHANTING LIGHTER by Ogilvy & Mather Mumbai

CHANTING LIGHTER

Pin to Collection
Add a note
Industry Anti-smoking
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Ogilvy & Mather Mumbai
Released May 2012

Awards

Spikes Asia 2012
Outdoor Small Scale Special Solutions Bronze

Credits & Description

Advertiser CANCER PATIENTS AID ASSOCIATION
Product ANTI-SMOKING INITATIVE
Entrant OGILVY & MATHER Mumbai, INDIA
Type of Entry Outdoor: Ambient
Category Small Scale Special Solutions
Title CHANTING LIGHTER
Advertiser/Client CANCER PATIENTS AID ASSOCIATION
Product/Service ANTI-SMOKING INITATIVE
Entrant Company: OGILVY & MATHER Mumbai, INDIA
Advertising Agency: OGILVY & MATHER Mumbai, INDIA
Abhijit Avasthi/Rajiv Rao Chief Creative Officer
Mahesh Gharat/Pradyumna Chauhan Executive Creative Director
Makarand Joshi Creative Director
Pradyumna Chauhan/Shahnawaz Qadeer/Adwait Kulkarni/Ankur Jain Copywriter
Makarand Joshi/Sandip Gaikwad Art Director
Sandip Barge Photographer
Sandip Gaikwad Typographer
Vivek Shah (The Cutting Crew)/Porus Khareghat Producer
Chaitanya Bendale/Vivek Sawant/Porus Khareghat Other Credits
Description of Ambient execution:
Over the years, no matter how much media money you put behind any anti-smoking communication, people don't pay much heed to the messaging. We decided to challenge that inertia. We hit the smokers right in the face with a unique activation. What we did was the following - we replaced the regular lighters that are fitted in Indian cigarette shops with a chanting lighter. Why? Because cigarettes are sold loose in India unlike other countries. And almost all cigarette shops in India are fitted with public lighter boxes. Also 80% of Indian smokers don't stock cigarettes but instead buy them loose and light them using these lighter boxes. Which makes these shops a perfect point to target the smokers. So now , every time a smoker tried to light a cigarette from these shops, the chanting lighter played 'Raam Naam Satya Hai' - a chant which is sung when someone's corpse is carried to the funeral pyre in India. A chant which is synonymous with death. As a result of this, hundreds either did not light their cigarettes or threw them away after getting shocked by this unique and hitting anti-smoking message. Encouraged by its succes, we then put a video of this activity on the internet. The video uploaded on YouTube by CPAA instantly became a rage. Shared on Facebook, Google+, Twitter etc, the video has over 3,00,000 views. World's leading websites such as dailymail.co.uk, CBSnews.com & abcactionnews.com published this video. As also Indian mass media. Creating millions of rupees of free press coverage in India and across the world. CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.